This study examines symbolic communication effects of the 15th National Games in different audience segments, highlighting variations in dissemination across regions.
As a major sports event co-hosted by the Guangdong-Hong Kong-Macao Greater Bay Area, the 15th National Games (referred to as "the 15th National Games" for short) achieves the modern translation of traditional cultural elements through visual symbols such as the emblem "Concentric Fireworks", the mascots "Xiyangyang (Joyful Sheep)" and "Lerongrong (Happy Fusion)", and the auxiliary graphics of Guangxiu embroidery patterns. Against the backdrop of short videos becoming the mainstream communication carrier, the translation and dissemination effects of such symbols and their internal mechanism urgently require in-depth investigation.There are significant moderating differences in the dissemination effect paths between audiences from Guangdong, Hong Kong, and Macao, as well as between ordinary audiences, disabled audiences, and UGC creators.
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Tong et al. (2025) studied this question.
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